The constant uncertainty of a startup can be somewhat quelled by enlisting the talents of an experienced startup consultant who can share his/her expertise and provide advice that will help point your business towards success. While it can be helpful to use a consultant with experience in your industry it isn’t necessary.

When you first open your business, you may be full of optimism. It may even be a smashing success for the first few months or even years. However, every company faces difficult times.

Today’s business world is extremely competitive. There are fewer barriers to entry, and it is easier for anyone to build a website or sell products online through marketplaces like Etsy or Amazon. In an ideal world, strategic planning and strong leadership could prevent a rough patch from happening. But, as a business owner, you may know firsthand that some factors are simply out of your control. The economy could take a turn for the worse or the market could shrink. It’s not a matter of “if” tough times happen, but “when”.

When many people think of a rebrand, they imagine a complete head-to-toe makeover. However, it doesn’t have to be a major overhaul. It is more common for companies to make slight adjustments to keep their business competitive and sustainable.

Before you can sell customers on your products and services, you need to sell them on your company. You need to convince them that your business is about more than making a quick buck. The same goes for potential employees, and even media. They all connect with organizations that have a greater purpose. The way many organizations do that is by developing strong core values and culture.

The word “brand” is derived from an Old Norse term “brandr”, which means literally “to burn”. Cattle ranchers would burn marks into their livestock to signify ownership. Each brand mark was unique so that ranchers could identify their animals from other livestock if they were lost or stolen. In the same sense, a cattle rancher’s mark is similar to the logo of businesses today, it’s unique, recognizable and communicates ownership.

Logos are a key component of branding. When designed well, a customer will immediately associate a logo with a given brand, boosting brand visibility and recognition. However, creating the perfect logo is easier said than done. To ensure you get it right, be sure to keep the following things in mind when designing your brand’s logo.

Naming is hard. Some entrepreneurs may dwell on their company or product name for months, even years. Naming your startup is a crucial, early step for startups, but it is often incredibly difficult to find the right one. Choose the wrong one, and it could doom your company to disaster.

Some may associate licensing as the paperwork you need to fill out to make sure your business meets all the legal requirements for operation. However, licensing is also used as a viable option to help your business grow and expand. It is known as brand licensing.

Everyone from Disney and Mattel to the NBA and NFL will license out parts of their brand. Designers and artists will license their creative intellectual property (IP), and celebrities like the Kardashians will license their image to expand their revenue streams and boost their brand exposure.

Some of our clients at 10twelve have asked us if brand licensing is a potential method that they can use to grow their companies. There are a few considerations and details to know before deciding to license.

Nobody wants to be told to buy something. However, everyone loves a great story. Telling stories is how humans have shared knowledge, built trust and developed authority since the dawn of time.

Scientific research has shown that as a species, we are wired for stories. They can trigger emotional and physiological responses in our bodies. One study by neuroscientist Paul Zak found that a compelling narrative releases oxytocin, a chemical associated with empathy and trust. When it is released in the brain, it can influence a person’s attitudes, beliefs, and behaviors.

Did you know that 75% of companies have formal policies that require their recruiters to do online research when screening candidates for a position?

What does this mean for your business? A hiring prospect can craft their resume beautifully, but more often than not, you’ll want to check out your applicants’ social media and google their name to ensure their walk is as good as their talk.

A person can say anything they want to on their resumes, but it’s their digital footprint that means everything.

Years ago “branding” may have been solely associated with companies. However, with the rise of the Internet, social media and the cool entrepreneur, branding as a person is also incredibly important. In the digital world, some may argue that strong personal branding is no longer just a competitive edge but a necessity.

Many organizations will do an online search or background check before they consider hiring you. If you are an entrepreneur, you can bet that investors and clients will do research before chatting with you.

I’ll admit it: I’m a smug consumer. Apparently, so is the rest of the world nowadays.

With a vast range of options and instantaneous decision-making, it’s normal for employers to decide whether or not you’ll be hired for a job based on whether or not you use proper caps in your job resume and cover letter.